If you attend this week’s San Diego International Auto Show, don’t just marvel at the glistening cars. Pay attention to their prices and the features.

You may be surprised at what’s included, along with the bottom line.

Perhaps it will be Bluetooth cellphone connectivity, or a rearview camera. Or something as simple as power doors and windows. Then there’s the LCD, color screen to adjust the radio. It could be fuel efficiency-boosting technologies such a hybrid engine or cylinder deactivation to save on gas. These are some of the things you might come to expect if you’re in the market. After all, due to the Great Recession, the average American now keeps a car for 11 years, leaving ample time for technological advances.

What you’re going to find, however, is that all those features, some standard, come at a cost. And they’re on top of already-increased safety and emission features, some government required, that are included in a new car’s price.

“Cars’ (prices) have always gone up over a period of time, so I don’t know that there’s a mystery in it,” said J.P. Paynter, general manager of Carlsbad’s Hoehn Acura. “Prices go up because wages go up, because the cost of materials go up.”

The emerging difference now is that new-car sales are nearing their pre-recession levels, with post-recession technologies and models, many introduced in 2013. Through November, San Diegans had driven home 126,826 new cars, a gain of 11 percent over the same period in 2012, the county new car dealers association reports. In 2006, the last year before The Great Recession, consumers bought 144,066 new cars.

The other rising figure is what people are paying for their cars.

In 2006, the average new car transaction price was $27,661. By November, it had risen to $31,649, a 14.4 percent increase. In that same time period, wages in San Diego have increased 21.7 percent, from an average $42,220 in 2006 to to $51,371.

“The technology is such that a great majority of cars going out have navigation systems, and many of our cars here come standard with Bluetooth and many technologies never thought of,” said Paynter, also chairman of the new car dealers’ association. “Today the average vehicle you climb into has things that were not even offered 10 years ago.”

Paynter said auto manufacturers are responding to consumer demand for the newest features when they shop for a car.

But not all technological inclusions are by choice.

One feature that used to be high end, but is now standard, is electronic stability control, a computer program that takes control of the brakes to try to keep a car from spinning out. The U.S. Department of Transportation last year began requiring all vehicles sold in the United States to be equipped with the program. That added an average $111 to the price of the vehicle, assuming a car has anti-lock brakes (not federally required), according to IndustryWeek, a manufacturing publication.

But even when not required, car companies take the extra step. For instance, the federal government mandates front air bags, but not side impact air bags, even though they’re now on many base models that didn’t have them 10 years ago. That’s a cost Americans seem to be willing to pay. Edmund reports that side airbags add $250 to $500 to a car’s price, but many are bundled with options packages that cost much more.

And then there’s the cost of getting the vehicle from the factory to you, otherwise known as the destination charge. That charge isn’t included in the manufacturer’s suggested retail price, but is passed on to the customer and listed on the Monroney sticker, more commonly known as the window sticker. The charge has almost doubled in the past 10 years. Jessica Caldwell, senior analyst at Edmunds, said it likely has to do with increased transportation and logistics costs, as well as some profit seeking.

The higher prices haven’t stopped San Diegans from driving new cars off the lots.

“More people now have jobs and are again able to purchase a car. Large gains in the stock market and rising home prices have also made them feel wealthier.” said Lynn Reaser, chief economist at Point Loma Nazarene University. Reaser also noted more active lenders, including those in the subprime sector, are re-entering the car market. Some vehicles are available still with zero percent, 0.9 percent or 1.9 percent financing. Paynter, of Hoehn Acura, also said the leasing market has returned, with about half the cars he sees driven off his lots leased, not purchased.

“With foreclosures and loss of jobs, unemployment and what have you, we’ve come a long, long way,” Paynter said. “We’re very hopeful about the industry as we wrap up a really upbeat year.”

Popular cars in SD

Honda Civic

The 2014 Civic starts at $18,190, with a 1.8-liter, 143 horsepower engine. It includes standard anti-lock brakes, side air bags, power doors, an alarm and engine immobilizer, power windows, Bluetooth connectivity and a rear backup camera.

In 2003, the base Civic started at $12,810, with a 1.7-liter, 110 horsepower, engine, but did not include the rearview camera, power windows, side air bags, an alarm system, or anti-lock brakes. The destination charge rose from $460 in 2003 to $790 in 2013.

Ford Focus

The 2014 Focus starts at $16,310 with a 2 liter, 160 horsepower engine, including side air bags, power locks, an engine immobilizer, anti-lock brakes, a tachometer, and power windows.

In 2003, the Focus started at $13,150, with a 2 liter, 130 horsepower engine, but had no anti-lock brakes, no tachometer and manual windows. The Focus’ destination charge increased from $545 in 2003 to $795 in 2013.

Toyota Corolla

The 2014 Corolla starts at $16,800 with a 1.8 liter, 132 horsepower engine, including side and head air bags, power doors, anti-lock brakes, a tachometer, standard Bluetooth and power windows.

In 2003, the Corolla started at $13,570 with a 1.8 liter, 130 horsepower engine, with a tachometer, but no anti-lock brakes, side air bags, and roll-up windows. The destination charge rose from $485 in 2003 to $810 last year.

Performance end

Of course, not everyone opts for the standard compact car. For the higher performance models, here are some of the gadgets that could be driving up their initial prices:

V-6 Ford Mustang

Starts at $22,200 with a six-speed manual transmission, has a V-6 engine that puts out 305 horsepower. In 2001, a V-6 Mustang put out 193 horsepower. Next fall, Ford will introduce a redesigned Mustang that includes a base 2.3 liter, four-cylinder engine that will put out 305 horsepower but will be more fuel efficient. The automaker has not yet announced a price.

BMW 320i,

Starts at $32,750, with either a six-speed manual or eight-speed automatic transmission, has knee air bags, Bluetooth connectivity and includes service throughout the warranty.

Mercedes C-Class sedan

Starts at $38,200, has a standard panorama sunroof, and a seven speed automatic transmission with paddle shifters next to the steering wheel. The car also comes with “attention assist,” with 70 censors that can alert the driver if it detects signs of drowsiness.